JAN 2016

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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PROFIT CENTER 86 DAYSPA | JANUARY 2016 It's a pattern that's repeated throughout the coun- try. SunWater Spa in Manitou Springs, Colorado, opened only recently, but owner Kat Tudor has already held one or two classes, workshops and retreats per week on topics such as meditation, yoga, art, NIA (a fi tness technique), and Mantras and Mudras. So far, a steady stream of attendees has returned to check out the spa, she reports. 3) INTRODUCE TREATMENTS AND PRODUCTS. Retailing a new line? Offering a new service? A workshop can help you get the word out. "They're a wonderful way to launch spa programs, products and services," notes Dubois. "Our events keep clients interested in everything we have to offer, whether it's new trends, skincare techniques, or health and wellness services." Proving that bundling works too, Dellene often ties workshops to her services or retail products. "For example, when I run my bi-annual group detox pro- gram, I sometimes kick it off with a talk on healthy detoxifi cation," she explains. "I created a spa detox kit with essentials like a dry brush, an aromatherapy mineral bath salt, an ayate cloth, a detox tea and a powdered greens drink mix, which I retail at the class." 4) CULTIVATE BRAND LOYALTY. Customers who come to your spa for a one-time facial or massage probably don't interact much during their service and, once they've paid, they head straight out the door, taking the potential for a longlasting connection with them. However, savvy spa owners who invite those people to a class on a compelling topic might just convert them into clients for life. "At our events, we reach guests on a personal level," says Solomon. "So, these one-off customers © GETTY IMAGES

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